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Giving It Away To Build Your Brand

February 29, 2012 | Comments: 0 | Views: 162

Using giveaways to market products is a technique as old as business itself. In our digital world, freebies are much easier to create and offer. If they are well-executed, they could put you on the radar of potential clients and position your company as the go-to expert.

What Can You Give Away?

Every business is an expert in their industry. You have knowledge about your industry that can translate into an excellent downloadable ebook, white paper, or guide. A company that manufactures hardware can offer a free guide to fasteners for contractors. An accountant can offer a free guide on tax writeoffs for small businesses. Once you start brainstorming what you can do, you'll have the idea for your giveaway in no time.

A Good Freebie Requires Investment

In order to succeed with a giveaway like a free ebook or white paper, the content has to be good. This means you'll need to spend time writing it and have it professionally edited and laid out so that it looks good. If it looks unprofessional, it will reflect poorly on your company even if the content is good.

If you are going to hire a writer, hire one that has experience with white papers as this is a very particular skill set. If you want to do it yourself, purchase "Writing White Papers" by Mike Stelzner and follow the steps outlined in his book. Remember, if the giveaway isn't good and doesn't offer value, it isn't doing anything for you and may actually hurt your brand.

What's your Brand Health like?

Try a free Brand Health Check Tool and a Naming Evaluation Tool and Worksheet for company and product names. You may look at this and ask: "hey, why are you giving away something for free that you get paid to do?"

That's the point of a giveaway. While you don't give away every part of what you do, you give away enough to show potential clients what you can do. This establishes you as an expert in their eyes and makes them more likely to hire you, especially if they try to work through the steps on their own and decide they'd rather bring in a professional to do it.

Who do Giveaways Work Best For?

While giveaways are a great idea for any size of business, they are best used by businesses that are trying to establish themselves as experts in their industry. An accounting office, for example, will want to position their brand to be the go-to local accounting office. A white paper on an area of their accounting specialty will put them right where they need to be: in front of their clients. Brand marketing firms are another example of companies who are comfortable with providing the public with free branding tools and branding advice. In return, many companies establish strong relationships with clients, because clients know they are dealing with knowledgeable industry leaders.

Source: EzineArticles
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